Part 1: What is a commercial/advertising photographer?
The simple answer is, they are “Visual Communicators and Problem Solvers”.
Commercial photographers don’t only take beautiful and creative photos; they also understand great design and the psychology of selling. They are business owners, critical thinkers, managers, negotiators, legal counselors, visionaries, artist, scientist, retouchers, software experts, image asset managers, producers, directors, time managers, researchers, trend analyst, marketing experts, lighting experts, etc. etc. A professional commercial photographer is so much more than someone that takes pictures. They have the knowledge and experience it takes to create images that will help convince the target market to make a purchase. Let me give you a couple of examples to help illustrate this.
Example 1: Let’s say you sell beef and beef products. You decide you need some photos for the web, a flyer, and some recipes. Let’s say this is an all-natural grass fed beef. Our job is to creatively visually communicate what you want your audience to know about your product. If you haven’t already clearly defined this, a good photographer will need to ask you a number of questions to find this out. If you’re selling an all-natural grass fed beef you most likely will want to emphasize that it is healthy. Years of research have shown that a light and bright food photo will communicate healthy better than a rich and moody photo. What is the audience demographics? Why does this matter? You’re going to use different props for a 18 to 35 year old audience than you do for a 35 to 55 year old audience. Do you want it shot on location with models to show a person enjoying your product? How many locations? Do you want to shoot in the kitchen and dining room? Do you want the location to have a country look and feel or a contemporary look? Do you want it to look upscale or authentic and approachable? The stylist will need different food for side dishes and will style the food differently depending on the answer. Are you selling to a retail consumer market or a food service, restaurant market? Answers to each of these questions determine the course of further research, refining the nearly limitless variables and resulting in a carefully defined and effective intention for the photographs to be made. As you can see there is a lot of thought that goes into a photo shoot so you can create the right “Visual Communication” to market your product. Commercial photography is way more than “I have a product, what will it cost to take these photos? The cost of a photo shoot will be covered in Part 5.
Example 2: Let’s say in this example you need 5 to 10 lifestyle shots of a jet. First, there could be a huge cost difference between 5 shots and 10 shots (it is, after all, twice as many). Let’s say, if we shoot 5 shots they will all be on the inside of the jet. If we do 10 shots, 5 will be on the inside and 5 will be on the outside. Even a large jet is a very confined space. This makes production logistics more difficult and work move slower. Most likely, you will have to light the interior from the outside of the jet. This means lots of lights and lots of power. This means lots of set-up and take down time - extra-height stands, scaffolding, and communications requirements between the photographer inside and the crew members outside. Do you want models in the plane? How many? What ethnic model mix do you want? You will need at least one hair and make-up stylist. What kind of wardrobe do you want? How many different wardrobe choices do you want per model? How do you want the jet propped? Do you want it to look casual with food and wine or do you want it to look all business with papers and laptops? Do you want it to look like the middle of the day when they are flying or are they flying at sunset? Let’s discuss the exterior photographs. Are these static images of the plane in the hangar or is the plane moving? On the tarmac. Taking off and/or landing? Do you need air-to-air shots of the jet flying? This involves a second jet, lots of coordination, and special equipment and insurance will be needed. What background do you want behind the plane? Will it be stripped in, in post or shot on location? If stripped in - will you purchase stock imagery or do you need us to shoot unique images specifically for the backgrounds so you don’t see them in your competition’s photographs? Costs vary dramatically depending on your answers Will you want sports cars, models, pets, and luggage? Are we shooting at sunrise or sunset? Will we need special insurance and permits? How long will it take to get these permits?
We could, and will, go on and on with additional detail questions - we have to in order to define your “Custom” photo shoot. Some answers lead to new questions - and often these are elements that a client has never considered, but about which they have definite opinions. Commercial photographers need this detailed information and communication in order to provide you with the best “Visual Communication” possible. In addition, we need it to be able to provide you with an accurate cost for the project. The more information we have the better we can come up with creative solutions that help reduce costs and streamline the project.
Last but not least, we all know that emails can be the best and worst way to communicate. We recommend that you, at minimum, schedule a phone meeting with the photographer, and better yet, schedule an initial in-person meeting to establish a meaningful overview of the needs of the project. We understand everyone is very busy, but this is where you’ll get a better understanding of a photographer’s passion for their work and their problem solving abilities. This will make a huge difference in how smoothly the project goes, how closely it meets your needs, and the eventual success of the final images.